Who's monitoring your social media pages?

The importance of timely social media responses to customer comments or complaints can not be understated.

The importance of timely social media responses to customer comments or complaints can not be understated. Consumers are becoming more media savvy everyday, and with the increased amount of outlets cropping up for people to voice their opinions - Facebook, Twitter, Yelp, forums and message boards, to name a few - companies need to be increasingly aware of their social presence.

A recent survey from U.K. business software firm Sage UK found that 22 percent of consumers used social media to voice a complaint about poor customer service, according to BizReport.

"Social media makes the process of complaining a lot less confrontational, so it's no surprise respondents to our research are embracing the channel so readily," explains psychological profiling expert Dr. Thomas Charmorro-Premuzic.

Despite this, a mere 40 percent of consumers who vented via Facebook and Twitter ever received a response.

Venture Beat reports that one way to keep customers satisfied is to provide immediate responses, as a quick answer deceases the likelihood of a social media firestorm.

The best way to handle such complaints is to designate a position specifically to deal with social media comments and manage responses. The news source notes this is an increasingly common tactic for hotels, as some even resolve customer gripes before they check out.